“They took the time to understand our business, the team, and our aspirations to deliver a bespoke brand identity and website. We couldn’t be happier with the results.”
Axentia Group provide businesses, organisations and non-profits with a wide range of consultancy services across a number of sectors. Axentia describe themselves as breaking the consultancy convention, their tagline is “Real people. Who understand real challenges. And care about delivering the solution.” They bring their expertise and experience to help their clients in their unique challenges and develop long term relationships to achieve growth over a long period. With their combined, impressive experience they provide innovative solutions based on sector and service expertise and knowledge that achieve actual results.
They act as an extension, alleviating pressure on executive teams and provide senior-level support. Their high standard of consulting and in-depth knowledge of the relevant industry sectors drives their clients to their goals faster. Their team are forward thinking, diverse and have worked with an impressive portfolio of brands such as Shell, Vitality, RBS, Liverpool FC, and many more.
Axentia was formerly named ‘Ashton Consulting’. They changed their company name and underwent a full rebrand.
As part of Axentia’s rebrand they required a new website that implemented their new brand identity and showcases their expertise and services. They wanted their website to be bold and to stand out from competitors websites. They had an existing website and were happy with some aspects of the content, but felt that it was uninspiring, complicated to navigate, and didn’t provide a good user experience. They wanted to offer resources, insights, blogs and expand on their services pages and create individual profiles pages for team members.
They wanted to have an overhaul of their images and focus more on using imagery that portray their business more accurately and reflect the kinds of clients they work with. As part of the brand implementation Axentia required blog functionality, and additional brand assets such as icons and graphics to strengthen the brand throughout the site and impact their brand awareness overall.
In 2022, they brought in a new partner as Chief Marketing Officer and began to discuss the prospect of changing their name and rebranding their brand identity. They felt that the ‘Ashton Consulting’ brand did not reflect their values or mission and did not help them stand out from other consultancy firms. They wanted their brand identity to reflect their innovative and unconventional approach to consultancy. They wanted it to express that they valued diversity, that they were focused on the client, and that they were modern, forward thinking, experienced professionals.
Axentia Group wanted a new brand identity to accompany their new brand name and wanted to launch the new brand across multiple mediums and platforms including a new website, social media, presentations, and marketing campaigns. They wanted a brand that stood out amongst competitors and that illustrates their contemporary approach, a brand identity that they could feel proud of that engages with their audience and market.
Brand Identity Design
Through research we found that there was significant potential for Axentia to stand out in the industry. Many of their competitor’s brands were visually very similar, with a conservative look and a corporate feel.
We created a bespoke, abstract butterfly using a singular gradient line that loops around for eternity. We chose the butterfly to help tell Axentia’s story; they nurture, transform, and grow businesses until they develop into a butterfly and fly off into their world to develop and sustain their growth. The butterfly icon always stays anchored to the typography to symbolise that Axentia will always be with a business at whatever stage of their business journey. This design uses a clean abstract outline of butterfly wings to symbolise transformation, change and growth. The icon uses a continuous line that loops around to portray a sense of fluidity and adaptability. Axentia embrace a forward thinking, innovative, and dynamic approach to consultancy. The logo design aims to reflect this approach, with a bold, clean, and modern design that aims to help Axentia stand out from competitors.
The butterfly icon has been developed into additional brand graphics and assets. It is adaptable and dynamic symbol that can be used to reinforce the brand across different platforms online and in print. It can also be presented landscape or stacked and can be easily amended to add additional words like ‘Transformation’ or ‘Consulting Group’ underneath. The contrast between the dark and bright colour is intended to symbolise the relationship between Axentia and their clients. The coloured gradient in the icon represents the client. The client is the focus at Axentia; helping the client transform their business. Colour should be used sparingly to highlight, emphasise, and accentuate. We selected Montserrat for the font. Montserrat is a modern, clean font that comes with a wide range of weights, and we think it pairs well with the butterfly symbol. We used kerning to refine the proximity of the letterings to ensure the logo looked well balanced. We also included a suggested colour palette. The individual colours make up the full gradient but are intended be used to colour code information throughout the website. The gradient will be used sparingly in the logo and on additional graphics
Web Design
We began by analysing their existing site navigation and content. We looked for ways to create a more streamlined navigation and identified areas where we could cut down long-scrolling, combining pages and implement unique layouts to keep the viewer engaged.
We gathered all web assets such as images, icons and graphics, ensured they were all optimised for fast loading speed by converting them to WEBP files and reducing file sizes. Once we had received approval of images and the new copy from the Axentia team, we organised, and planned out the layout for each page including calls to action.
Throughout the website we implemented Axentia’s colour scheme and fonts and used their primary colours to group items together and break up content to allow users to digest the content in manageable sections. We used column and layout variations, carousels and sliders to cut down on long scrolling and to add more interest and maintain engagement on the site. On each page we applied entrance animation, and scrolling effects to text, images and graphics to create movement, immediate engagement on page load, and increase positive user experience.
We used the combination of strong copy, custom brand icons, on-brand photography, colours and images, and unique layout to create a unique user experience and keep visitors engaged when navigating the website.
Once Axentia’s website had gone live, web maintenance commenced. Our web maintenance service ensures that their website performance and security is optimised and allows them to make regular changes and updates to content. We conduct plugin updates, core updates and monitor plugin compatibility to reduce website downtime and prevent malicious attacks. We monitor plugin vulnerabilities, large scale attacks and manage updates to ensure compatibility and that the website never experiences fatal or critical errors or breaks in layout or design. As part of their maintenance service we aim to fix errors within 24 hours and keep a record of all changes and updates made to the website.
“We are so proud of our new website. It reflects who we are as a business and enhances our brand identity. Grinning Graphics transformed our website and created a sophisticated digital hub for our clients, visitors, and new customers. We love how they took aspects of our logo to create additional brand assets like graphics, icons and scrolling effects to strengthen our overall brand across the site. The site looks so fresh and clean and original, we receive many compliments on the style and user interaction. We couldn’t be happier. Grinning Graphics are so creative and easy to work with, and they really care about the brand. Highly recommended!”
Julie Edler - Chief Marketing Officer
“We approached Grinning Graphics to rebrand our consultancy business. We recently changed our name and needed a new brand identity. They presented 3 different options to us. We were all unanimous and agreed on the new brand we have now. We all feel so proud of the new brand, and it continues to motivate the whole team. It gives us extra confidence in our meetings and client pitches. We now feel like we have a professional brand that stands out and aligns with our values, offering something different from the consultancy convention. Grinning Graphics brought their insight, creativity, and guidance to the project. They took the time to understand our business, the team, and our aspirations to deliver a bespoke brand identity. We couldn’t be happier with the results.”
Julie Edler - Chief Marketing Officer
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